On Semiotic Features of Post-modernistic Visual Poetry in Advertisement

摘要

As the popularization of science and technology, similar techniques are applied into manufacturing, leading to a lack of individuality and creativity in commodities. Owing to post-modernistic trend of thought, consumer psychology focuses on the individuality of commodity; however, those from mass production can not meet consumer's psychological demand. As an important channel of commercial information for the public, advertisement plays an irreplaceable role in sales promotion. And actually, advertisement speaks for commodity. Under post-modernistic trend of thoughts, this paper uses Charles Sanders Peirce's semiotics as its theory, and applies the semiotic feature of post-modernistic visual poetry to current advertisement, which can keep pace with the changing consumer psychology and social state. From this subject, this paper gives a more precise and concrete orientation to advertisement.